oards, signs, placards placed
inside and outside of commercial buildings/
objects like shops/buses, flying billboards,
blimps,
skywriting, AR Advertising. Many commercial
advertisers use this form of mass media when
advertising in sports stadiumsm.
History:-
Communication means the practice of encoding information through sounds, symbols, and actions in order to transmit that information to others. Communication also includes decoding that information and interpreting it to give it meaning.
By Mass communications, we mean communicating with many people, perhaps millions of people, often simultaneously. Mass communications are messages: the means of communicating these messages is through the mass media.
Because generally people tend to believe that communication is limited, one to one communication or one to particular group. But now time has changed a lot. With the emergence of new media we are able to transmit same message to very large number of people within no time. The example of it is T.V. , Facebook or say other notifications to individual via mail or message.
Mass communication is the study of how people and entities relay information through mass media to large segments of the population at the same time. It is usually understood to relate newspaper , magazine, and book publishing, as well as radio , television and film, even via internet as these mediums are used for disseminating information, news and advertising . Mass communication differs from the studies of other forms of communication, such as interpersonal communication or organizational communication, in that it focuses on a single source transmitting information to a large number of receivers. The study of mass communication is chiefly concerned with how the content of mass communication persuades or otherwise affects the behavior , attitude , opinion, or emotion of the person or people receiving the information.(Wikipedia)
Mass communication is "the process by which a person, group of people, or large organization creates a message and transmits it through some type of medium to a large, anonymous, heterogeneous audience." This implies that the audience of mass communication are mostly made up of different cultures, behavior and belief systems.
• • • Interpersonal communications have existed as long as humanity; mass communications are a relatively recent development. Mass media in the past lacked the ability to quickly receive feedback from their audiences, but new communication technology provides increased interactivity. Just as interpersonal communications allow people to establish relationships with each other, mass communications serve a role in building and maintaining communities. Mass communications are distributed through mass media, which arose during the • • American Industrial Revolution of the 1800s to provide mass marketing for firms that mass manufactured products. (Baran and Dannis)
mass media is a diversified collection of media technologies that reach a large audience via mass communication. The technologies through which this communication takes place include a variety of outlets.
Mass communications require technology. Today, many forms of mass communications rely on electronics. However, the first important event in mass communications was movable type and the printing press, which was originally operated by hand. The German printer Johannes Gutenberg (1398–1468) often is credited with inventing movable type around 1440. While many scholars today believe that movable type originated in China about 600 years earlier, Gutenberg did popularize it in Europe. Movable type was a significant improvement over earlier forms of bookmaking, which involved either handwritten manuscripts or the use of carved woodblocks. Movable type made printing faster and easier, as a printer could quickly set up lines of type and quickly print documents. This new efficiency in printing reduced the cost of printing documents and the cost of the documents themselves. When books became less expensive, more people could buy books. (Paxson)
The first important book that Gutenberg published was the Bible in 1455. Prior to this time, few people owned the Bible. Few people could read, as there was little reading material, and there was little need to read. Even if one could read, printed documents were quite expensive. As a result, rich people and some officials within the Roman Catholic Church were among the few Europeans who could read prior to Gutenberg’s work.
Mass media provide us with reproductions of moving images, still images, and sounds. We are able to view performances and sporting events that we cannot attend in person. We are able to see landmarks and works of art from all around the world. We are able to watch historic events, such as presidential inaugurations and wars. It is easy to take this for granted today, but this ability to observe or witness from a distance is a relatively recent phenomenon in the thousands of years of human existence.
As media scholar David Buckingham tells, “The media do not offer us a transparent window on the world. They provide channels through which representations and images of the world can be communicated indirectly. The media intervene; they provide us with selective versions of the world, rather than direct access to it.
However, not all of mass media’s effects on contemporary culture are harmful. Mass media allow us to learn about the ideas and activities of people around the world. They allow us to witness the Because the media greatly affect our lives, it is important to be media literate. All media messages are constructed. The media have a distinct language or code. Audience responses to media vary and are based on individual characteristics and belief systems. The media have embedded values that reflect their cultural setting. •The media have an agenda; the media affect our lives in part because that is what media owners want to do.work of some of the world’s most creative artists. They can cheer us up when we are sad or stressed and keep us company when we are alone.
Advertising, in relation to mass communication, refers to marketing a product or service in a persuasive manner that encourages the audience to buy the product or use the service. Because advertising generally takes place through some form of mass media, such as television , studying the effects and methods of
advertising is relevant to the study of mass communication. Advertising is the paid, impersonal, one-way marketing of persuasive information from a sponsor. Through mass communication channels, the sponsor promotes the adoption of goods, services or ideas. Advertisers have full control of the message being sent to their audience.
Broadcasting is the act of transmitting audio and/or visual content through a communication medium, such as radio , television , or film. In the study of mass communication, broadcasting can refer to the practical study of how to produce communication content, such as how to produce a television or radio program. When broadcasting through radio and television, the entertainment and information can be distributed by wire and wireless to other radio stations, television stations, and networks. The channels offer informative and entertaining content of general and specific interest. Along with radio and television broadcasting, those presenting the information could present the information live or recorded.
Journalism , is the collection, verification, presentation, and editing of news for presentation through the media, in this sense, refers to the study of the product and production of news . The study of journalism involves looking at how news is produced, and how it is disseminated to the public through mass media outlets such as newspapers , news channel, radio station, television station, and more recently, e-readers and smartphones. The information provided pertains to current events, trends, issues, and people.
★ Methods of Study
The main focus of mass communication research is to learn how the content of mass communication affects the attitudes, opinions, emotions, and ultimately behaviors of the people who receive the message.
Characteristics
Five characteristics of mass communication have been identified by sociologist John Thompson of Cambridge University : "[C]omprises both technical and institutional methods of production and distribution" - This is evident throughout the history of mass media, from print to the Internet, each suitable for commercial utility Involves the "commodification of symbolic forms" - as the production of materials relies on its ability to manufacture and sell large quantities of the work; jas radio stations rely on their time sold to advertisements, so too newspapers rely on their space for the same reasons "[S]eparate contexts between the production and reception of information" Its "reach to those 'far removed' in time and space, in comparison to the producers" "[I]nformation distribution" - a "one to many" form of communication, whereby products are mass-produced and disseminated to a great quantity of audiences.
FILM as a mass media:-
Films are produced by recording people and objects with cameras , or by creating them using animation techniques and/or special effects . Films comprise a series of individual frames, but when these images are shown in rapid succession, an illusion of motion is created. Flickering between frames is not seen because of an effect known as persistence of vision, whereby the eye retains a visual image for a fraction of a second after the source has been removed. Also of relevance is what causes the perception of motion: a psychological effect identified as beta movement. Film is considered by many to be an important art form; films entertain, educate, enlighten, and inspire audiences. Any film can become a worldwide attraction, especially with the addition of dubbing or subtitles that translate the film message. Films are also artifacts created by specific cultures, which reflect those cultures, and, in turn, affect them.
★Internet
The Internet is a more interactive medium of mass media, and can be briefly described as "a network of networks". Specifically, it is the worldwide, publicly accessible network of interconnected computer networks that transmit data by packet switching using the standard Internet Protocol (IP). It consists of millions of smaller domestic, academic, business, and governmental networks, which together carry various information and services, such as email , online chat, file transfer, and the interlinked web pages and other documents of the World Wide Web. The Internet is quickly becoming the center of mass media. Everything is becoming accessible via the internet. Rather than picking up a newspaper, or watching the 10 o'clock news, people can log onto the internet to get the news they want, when they want it. For example, many workers listen to the radio through the Internet while sitting at their desk. Even the education system relies on the Internet. Teachers can contact the entire class by sending one e-mail. They may have web pages on which students can get another copy of the class outline or assignments. Some classes have class blogs in which students are required to post weekly, with students graded on their contributions.
★ Blogs
Blogging , too, has become a pervasive form of media. A blog is a website, usually maintained by an individual, with regular entries of commentary, descriptions of events, or interactive media such as images or video. . Many blogs provide commentary or news on a particular subject; others function as more personal online diaries. A typical blog combines text, images and other graphics, and links to other blogs, web pages, and related media. The ability for readers to leave comments in an interactive format is an important part of many blogs. Microblogging is another type of blogging which consists of blogs with very short posts.
★ Podcast:-
A podcast is a series of digital-media files which are distributed over the Internet using syndication feeds for playback on portable media players and computers. The term podcast, like broadcast, can refer either to the series of content itself or to the method by which it is syndicated; the latter is also called podcasting. The host or author of a podcast is often called a podcaster.
★Print media
Magazine
A magazine is a periodical publication containing a variety of articles, generally financed by advertising and/or purchase by readers. Magazines are typically published weekly, biweekly, monthly, bimonthly or quarterly , with a date on the cover that is in advance of the date it is actually published.
★Newspaper
A newspaper is a publication containing news and information and advertising, usually printed on low-cost paper called newsprint. It may be general or special interest, most often published daily or weekly. The first printed newspaper was published in 1605, and the form has thrived even in the face of competition from technologies such as radio and television. Recent developments on the Internet are posing major threats to its business model, however. Paid circulation is declining in most countries, and advertising revenue, which makes up the bulk of a newspaper's income, is shifting from print to online.
★ Outdoor media
Outdoor media is a form of mass media which
comprises billboards, signs, placards placed
inside and outside of commercial buildings/
objects like shops/buses, flying billboards,
blimps,
skywriting, AR Advertising. Many commercial
advertisers use this form of mass media when
advertising in sports stadiums.
CONCLUSION:-
The list can be extended. New things are coming everyday & it will keep developing due to Wtechnical advances.
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